We reported last week that Amazon was sharing its personalization algorithms. Today it’s Google’s turn: they have launched BigQuery ML, which builds machine learning models on data in the BigQuery data store. Users must know SQL but not Python or Java. Google even provided “tutorial-like” templates for customer segmentation, lifetime value prediction, and conversion prediction. So bright…so shiny…
Roughly half of ad buyers said they were using CDPs from Salesforce (62%), Oracle (45%), and Adobe (42%) before those products were released, according to research firm Advertiser Perceptions. I couldn’t find a copy of the study but Ad Exchanger says the author blamed the bizarre result on confusion about the definition of CDP. It’s a testimony to brand power and reminder to treat survey results with caution.
Speaking of bad martech decisions, CabinetM is helping marketers cut their losses by alerting them when contracts on unused systems are about to auto-renew. CabinetM offers a variety of tools and services to help marketers manage their technology.
Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.